Mythologicals and religious programmes dominate tele-viewing

At present there are over 25 mythological serials aired on satellite and national channels. Surprisingly all of them boast of good viewership and TRP.

Mankind has its roots in religion. However modern the country may become and however dependent it may be on Information technology and computers, Faith in God will always rule supreme in the minds and lives of Indians, regardless of where they live. Small wonder that mythology and mythological serials take front seat in Indian homes. According to a recent study mythological serials get almost 3.24 share of channel programming which is just a little behind comedies. Horror and other genre of television programming form a much smaller viewers share, which further goes on to prove the fact that religion and values rule the heart and mindset of audience.

Not surprisingly various channels and cable operators lay due stress on religious programmes including sermons of preachers. At present there are over 25 mythological serials aired on satellite and national channels. Surprisingly all of them boast of good viewership and TRP. Although none of them get the kind of following the priceless Mahabharat and Ramayan got, still they are doing better than other genre of programmes. Vishnupuran, Jap Tap Vrat, Om Namah Shivay, Jai Hanuman - these are just the few. The list is very long and impressive.

The question is: which age group actually goes for this kind of serials? As per the various surveys, if the programme is quality product and does not depict falseness in the name of mythology, then even the younger age group likes to watch them. After all, it is an interesting and entertaining learning experience for them. As a result, even the cable operators started showing discourses of various religious leaders and many devoted morning slots to religious programmes. Varying from Bhakti Sangeet to Pravachan to Gurbani to Islamic Preaching telecast, these morning bands have been quite a success with the viewers. Good rating is the proof of this success.

Now this religious euphoria has reached its peak with the emergence of many exclusive and dedicated Religious or Faith channels like Maharshi, Sanskar, Aastha, The Miracle Network and Jeevan (still to be launched) channels, which are showing programme content related only to religion. Can Indians really swallow an overdose of God and Godliness? Yes is the answer if one goes by the conviction of these channels. As for the viewers, they prefer to stick to their own belief - some fiction in between devotion. However, these channels target more at creating awareness and imparting moral teachings. In any case dedicated channels for such exclusive programme content do not aim so much towards profit making. Secondly they are not even so expensive to launch and maintain. Their popularity rests not on exclusive mythological and religious programmes but also on the fact that they impart knowledge that helps in reducing stress levels and develops spiritual strength besides teaching finer points of the religion to cultivate a secular community in the true sense.

In other words, these faith channels and religious programmes work like de-toxins in the stressful world that exists now. In the nuclear family concept, these programs and channels do the work that was earlier done by the elders in the family. Even if watched only for a short duration in the morning, they can work as a soothing balm to the frayed nerves. Watch them, since a little religion with right amount of materialistic approach makes a better person - which every individual dreams to be in today’s rat race.

Pradeep Dixit, CEO, ETC Network